Creating eCommerce Coupons that Really Work

All the killer site design and elite web maintenance in the world cannot rival a good deal or discount. Businesses like Groupon have comprehensively illustrated just how powerful and influential the right coupons can be, when provided for the right things at the right time and to the right people.Online discount coupons have become less an occasional offer and more the expected norm among millions of dedicated web shoppers. The only question being – how can you ensure that your own coupons drive engagement, interest and those all-important conversions?Simple price couponsWell, first of all you could try introducing simple price coupons, which as the name suggests offer a set price discount upon spending a certain amount. Something in the region of £20 off when spending £100 or more, for example. The idea being that you keep things as open and liberal as possible, in terms of qualifying purchases.Percentage discount couponsBy contrast, if you prefer to go with a percentage discount coupon, the key to success often lies in eliminating minimum spends. For example, if you send out a bunch of 10% discount coupons valid on anything and everything you sell, you’re guaranteed to generate additional sales. However, if the same ten percent discount coupon is only valid upon spending £50 or more, you immediately discourage anyone who was simply out for an impulse purchase of some kind.Shipping couponsNever underestimate the power and influence of free shipping, when it comes to online retail. If you simply can’t afford to offer free shipping as standard anyway, free shipping coupons can often be highly persuasive. Or for that matter, any kind of deal that qualifies the customer for free shipping upon spending a certain amount.Expiry datesWith expiry dates, it can often be effective to create a sense of urgency and exclusivity. Think about it – if you come across a coupon or sale which is valid only for the next 24 hours, you instinctively assume that the deal is simply far too incredible for the business to prolong any further. By contrast, if it is a deal or discount that goes on for weeks or months, it automatically seems a little less exciting.Focus on freebiesCreative coupons can be a great way of shifting the kind of stock that doesn’t normally sell as well as you’d like it to. Simply attaching one product to another and issuing coupons for something of a ‘buy X get Y free’ deal can be a great way of convincing your customers they’re getting something for nothing. Even if the thing they’re getting is something you really don’t mind giving away.Target interests The most powerful and effective coupons of all are those that directly and accurately target the interests of the recipient. Think of it this way – a life-long vegan probably isn’t going to take kindly to a coupon worth 50% off their next purchase of rib eye steaks.Show gratitudeLast but not least, rather than simply throwing out a bunch as coupons with no specific justification, give the impression that you are doing so for a reason. It could be that you are showing gratitude to your customers for their loyalty, perhaps you’re celebrating a key event/occasion or really anything else you can think of. When you justify the reason for your generosity, the whole gesture immediately appears way more generous.